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By Amy Houston, Senior Reporter

March 9, 2023 | 3 min read

It’s the brand’s biggest responsible drinking campaign to date, created by long-time agency partner AMV BBDO.

Stout brand Guinness has unveiled its latest no-alcohol ad, featuring the instantly recognizable voice of 80s power ballad queen Bonnie Tyler.

‘Holding out for a zero’ shows a tableful of warbling pints singing in tandem in the middle of a typical Irish pub in what is the brand’s biggest responsible drinking campaign to date. The spot was created by long-time agency partner AMV BBDO to mark the start of the festivities for Ireland’s most famous weekend.

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To amplify the celebrations, 50,000 free pints of Guinness 0.0 will be available across Ireland over the course of St Paddy’s weekend – the brand’s biggest sampling of the range to date. To coincide with all these festivities, four local pubs will also rebrand their facade with Guinness 0.0 signage.

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Speaking about the campaign, Alan McAleenan, brand director of Guinness Ireland, said: “St Patrick’s Day is one of the key highlights in the social calendar. We are delighted to be championing our non-alcohol beer, Guinness 0.0, in our largest-ever responsible drinking campaign in Ireland and encourage everyone to engage in an enjoyable and responsible way to make it a St Patrick’s Day to remember.”

Snapchat users will also be able to use a fun filter to create their own singing pints.

Nick Andrew, managing partner at AMV BBDO, added: “This has been a dream brief to work on – finding a creative way to promote responsible drinking on a national holiday so relevant for a proudly Irish brand and to find an approach to the moderation message in a way only Guinness could.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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